Picture Farm carried a huge amount of creative weight with this project for the PR firm Porter Novelli.
Johnny Fego executive produced the spots, while the PF team, headed up by Braden, wrote the copy and conceived of the scenarios which would shoot over 4 days, 10 locations (including 40 set ups) and 120 people, all non-actors.
Picture Farm casted the series, titled “Open A World Of Possible,” that included a 2 minute brand film, a 30 second broadcast spot and a number of social media-sized short videos called “Reading Moments.”
The film was lensed by DP Andy Lilien, scored by Rob Burger (Nebraska and Bully), edited here at Picture Farm Post by Ron Brodie, color graded by Colin Travers and VO by Sarah Jessica Parker.
The editorial team also scanned through the footage, crafting small moments into bite size web and social stories for Scholastic to do with as they please.